Overview
According to IBIS World in 2004-05, the cosmetics and toiletries industry was estimated to have been worth A$935 million (revenue plus imports less exports) and employed about 3000 people.
In terms of exports, the cosmetic market has grown dramatically over the past 20 years. In 1986, Australian beauty exports stood at just A$23 million compared to A$282 million in 2005-06. In 2005-06 alone a 16 per cent growth was registered. Now at a high, there are about 200 Australian companies successfully exporting including major Australian companies such as Jurlique, Private Formula International, Becca, Bloom, Aesop, Cat Media and Lifeforce Pty Ltd.
In the international market, Australia is known for its bodycare, pampering, hair removal, hair care and salon products, and well as cosmeceuticals and dermatologist lines, and lanolin-based products.
Australian products achieve global success because of their reputation for being clean and green. Australia is seen as the ‘new Switzerland’. We are also known for our natural products. Our harsh climate has meant that products have had response to the effects of sun, humidity and varying climatic conditions. As a result Australia is highly respected for its sun protection products recognised for their adherence to stringent standards as well as its anti-ageing products.
Australia has the advantage of a variety of climatic conditions suitable for growing a wide variety of raw ingredients. The Australian sheep industry provides lanolin, a highly-prized ingredient in Asia. Another new interest overseas is in indigenous Aboriginal ingredients and emu-oil-based skincare.
What are the key opportunities?
Key growth areas are in products such as men’s grooming products, baby products, dermatological products, ‘doctor brands’, cosmeceuticals, aromatherapy products and suncare.
There is also a growing demand worldwide for natural skincare and body products. Australia has the advantage of already being recognised in this sector of the market.
For all exporters it is important to recognise that world class packaging and presentation are essential. Safety issues have also become important particularly in China.
Beauty salons and spas are also a growing trend worldwide and Australian companies successfully exporting in this area.
Where are the key opportunities?
The top 10 markets in 2005 for Australian cosmetics were New Zealand, USA, UK, Hong Kong, Singapore, Japan, Taiwan, Korea, Malaysia and Fiji. But there are new emerging markets such as China, Vietnam, Thailand and Russia that are demonstrating strong opportunities for the Australian cosmetics industry. However, it is important to highlight that in Asia, bigger customers are looking for well known ‘established’ brands or brands with clear unique value propositions.
To help with exporting, many cosmetic companies showcase their products at the Cosmoprof trade fairs in Italy, Asia and North America.
Priority markets with the greatest opportunities for Australian exporters in the cosmetics industry include:
- USA
- UK
- China and Hong Kong
- Denmark
- Russia and Eastern Europe
- France
- Thailand
- Korea
- Vietnam
Please see the list of industry country profiles for the cosmetic and toiletries industry at the end of this overview.
How can we help you?
With a network of over 140 overseas locations in more than 60 countries backed by highly experienced and qualified staff, Austrade provides a number of dedicated and tailored services to Australian exporters.
Austrade offers practical advice, market intelligence and ongoing support (including financial) to Australian businesses looking to develop international markets. Austrade also provides advice and guidance on overseas investment and joint venture opportunities, and helps put Australian businesses in contact with potential overseas investors.
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au.
Useful contacts
Austrade’s cosmetic team contact
Denise Eaton
Senior Export Advisor
Tel: +61 2 4228 8188
Email: denise.eaton@austrade.gov.au
Government contacts
National Industrial Chemicals Notification and Assessment Scheme – www.nicnas.gov.au
Australian Competition and Consumer Commission – www.accc.gov.au
Therapeutic Goods Administration – www.tga.gov.au
Last updated: 30 April 2008
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